Google Is Rumored To Be Giving Chrome An Ad-Blocker

Google Is Rumored To Be Giving Chrome An Ad-Blocker

Google Is Rumored To Be Giving Chrome An Ad-Blocker

After years of resisting the temptation to block ads without generating revenue, Google will introduce and ad-blocking feature in its Chrome browser for desktop and mobile, according to one media outlet, citing "people familiar with the company's plans". Those types of ads include pop-up ads, autoplay videos, and what are known as prestitial ads, or those ads that are often fullscreen and show up before you're taken to the homepage or desired website. Rather, it seems the company intends to target "unacceptable ads", identified under guidelines established by the Coalition for Better Ads, of which Google is a member.

A native ad blocker for Chrome could cut against Google's business interests, given the search giant generates billions in revenue each quarter from online advertising, but it could also be a strategic move to get ahead of its users downloading other ad blocking software that it doesn't control.

It is unusual that Google, a company which earns a significant portion of their revenue via online advertising would like to introduce an ad-blocking feature in their own browser.

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But the report claims that Google isn't interested in "blanket" blocks for all online ads.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates. If Google decides that its browser will only allow ads that meet those predetermined standards, any website that wants to survive will comply. Would Chrome ever offer its own whitelisting service or will it stick to predefined standards set by an independent organization?

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The other option is to simply block the offending ads in the question.

It's still just a rumour from the WSJ, however they do have fairly decent contacts, so we'll probably have to wait a while more to see where this goes.

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